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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia Journal of Secretary and Business Administration Jurnal Ekonomi Manajemen Dinasti International Journal of Management Science Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Nuansa Akademik: Jurnal Pembangunan Masyarakat Charity : Jurnal Pengabdian Masyarakat Jurnal Abdimas Bina Bangsa Indonesian Community Journal Literasi: Jurnal Pengabdian Masyarakat dan Inovasi Journal of Islamic Economics and Business eProceedings of Applied Science Inclusive Society and Sustainability Studies (ISSUES) BINA CIPTA Journal of Business Management and Economic Development AMMA : Jurnal Pengabdian Masyarakat
Rennyta Yusiana
Telkom University
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Unveiling the Link between Customer Experience and Customer Loyalty on Blibli: The Mediating Role of Trust Yusiana, Rennyta; Hurriyati, Ratih; Dirgantari, Puspo Dewi
Journal of Business Management and Economic Development Том 2 № 01 (2024): January 2024
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v2i01.411

Abstract

The rapid growth of digital technology and the Internet has opened new avenues for business, particularly in the field of e-commerce. Online shopping has become the prevailing trend for purchasing goods and services, reshaping market dynamics. Blibli.com is a subsidiary of Djarum in the digital sector established in 2010 and is the original Indonesian e-commerce company that focuses on building the shopping ecosystem of choice for consumers and institutions through a secure omnichannel commerce platform. However, in a highly competitive environment, maintaining and increasing customer loyalty is a challenge. This study aims to explore the effect of customer experience on Blibli customer loyalty in Indonesia, with customer trust as an intermediary variable. This research uses a quantitative descriptive approach and path analysis, with a sample of 200 respondents who are Blibli application users. The results showed that customer experience and trust have a significant influence on customer loyalty. Data analysis shows that Blibli's app design, appearance, navigation, and payment process is highly rated by customers. Customers also had a positive emotional experience and high trust in Blibli's customer service and social media presence. This study also found that customer trust plays a role as a mediator in the relationship between customer experience and customer loyalty. Based on these findings, this study suggests Blibli to focus on increasing customer trust through improving customer experience to drive customer loyalty.
TREN PENELITIAN OPTION PRICING: ANALISIS BIBLIOMETRIS Yusiana, Rennyta; Chandra, Dicky; Sari, Maya
Jurnal Ekonomi Manajemen Vol 9, No 2 (2023): November 2023
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v9i2.8913

Abstract

The purpose of this research is to present a comprehensive overview of options pricing research and to demonstrate existing themes in the field. This research also tries to provide direction to academics in determining option prices in the future. The method used is bibliometric analysis. This analysis includes 5,367 papers from the Scopus database accessed over a 38-year period (1985-2023) and published in the top 50 finance and economics, econometrics, and financial journals. This number dropped to 913 articles after using the keyword “option pricing” as the primary search term in the “title, abstract, keywords” column. Tabular and visual representations of this analysis indicate that options pricing is a topic that has been thoroughly studied, but the sharp increase in the number of publications (56) for 2015 indicates that interest in this area is expanding. Additionally, affiliate figures show that most of the research was conducted in the United States, with China coming in second. This suggests that there may be potential to investigate option pricing in other countries. This article offers a thorough and complete review along with possible implications for future research.
Keputusan Pembelian Pada Instagram Pilihmentor.Com: Penelitian Pada Experiential Marketing Dan Content Marketing A'limah, Nur; Yusiana, Rennyta
Jurnal Sekretaris dan Administrasi Bisnis Vol 8 No 1 (2024): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v8i1.325

Abstract

Businesses in the modern era or those that are popular with startups are growing. Efforts to overcome the problem of inequality in business assistance with the development of startups are the main mission of pilihmentor.com. One of the media that supports pilihmentor.com in carrying out its main mission is Instagram. The researcher, in this case, wants to know the purchasing decisions on Instagram pilihmentor.com which are influenced by Experiential Marketing and Content Marketing variables. The research method used is descriptive quantitative with a purposive sampling technique. The data collection technique was carried out by distributing online questionnaires to 100 respondents from Instagram followers of pilihmentor.com. Then analyzed by using the multiple linear regression analysis techniques using SPSS IBM 26. The researcher explained that there were three research results: a) Experiential Marketing variable (X1) had an effect partially significant on purchasing decisions b) Content Marketing variable (X2) partially significant effect on purchasing decisions c) Experiential Marketing and Content Marketing simultaneously have a significant influence.
GREEN BRAND EFFECTS ON GREEN PURCHASE INTENTION (LIFE RESTAURANT NEVER ENDED) Rennyta Yusiana; Arry Widodo; Hidayat, Agus Maolana; Oktaviani, Prima Kusuma
Dinasti International Journal of Management Science Vol. 1 No. 5 (2020): Dinasti International Journal of Management Science (May - April 2020)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v1i5.298

Abstract

Currently the restaurant business is growing rapidly in Bandung. This development occurred because of the support of people's behavior to eat outside the home. The issue of environmental damage such as global warming and the greenhouse gas effect, encouraging the emergence of restaurants that provide healthy products and green products. This restaurant appears in order to improve healthy behavior, reduce waste, and provide education to people to live healthy and to protect the environment. One of them is Restoran Kehidupan Tidak Pernah Berakhir (KTPB) which is a vegan restaurant in Indonesia that provides a healthy lifestyle by eating only vegetables and to educate consumers to consume green products. This study aims to determine the effect of Green Brand Positioning, Green Brand Knowledge, Attitude Toward Green Brand in increasing Green Purchase Intention. This research is a quantitative explanatory study using 400 community respondents. Bandung. The calculation and data processing will use Amos software. The results showed that, Green Brand Positioning has a significant impact on Green Brand Knowledge and has significant implications for change for Green Brand Attitude Towards and has a significant influence on Green Purchase Intention. Those variables have a significant impact on the Green Purchase Intention for consumers Kehidupan Tidak Pernah Berakhir Restaurants (KTPB).
OPTIMIZING PURCHASE PATH: ENHANCING BUYING DECISIONS THROUGH SEO WITH STORE BRAND AWARENESS AS A MEDIATOR Yanti, Pitri; Gunarto, Muji; Harisandi, Prasetyo; Yusiana, Rennyta
Jurnal Ekonomi Manajemen Vol 10, No 2 (2024): November 2024
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v10i2.12683

Abstract

This study aims to analyze the impact of e-commerce SEO and website SEO on iPhone purchasing decisions among students in Palembang, both directly and with store brand awareness as an intervening variable. The study uses a quantitative approach with a non-probabilistic sampling method, specifically purposive sampling. The sample size for this study is 100 respondents, consisting of students from public and private universities in Palembang. The study found that in e-commerce SEO, titles and URLs are the most influential indicators (each contributing 75%), but overall, e-commerce SEO does not have a significant impact on brand awareness or purchasing decisions through brand awareness. Conversely, for website SEO, the description is the most important factor (88%), significantly enhancing brand awareness, which in turn influences purchasing decisions. While SEO improves brand awareness and indirectly influences purchasing, it does not have a direct impact on purchasing decisions. Therefore, effective SEO should focus on building brand awareness through detailed descriptions.The implementation of this research suggests that SEO efforts should focus on crafting informative and engaging product descriptions to boost brand awareness. Optimize titles and URLs with relevant keywords to improve visibility in search results. Integrate SEO with broader branding strategies, such as digital advertising and social media, to strengthen brand awareness and support purchasing decisions. Ensure that the user experience on the site reinforces a positive impression of the brand.
Influencer Marketing and Online Advertising as A Digital Marketing: A Case Study Green Beauty Products Yusiana, Rennyta; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Disman, Disman
Jurnal Manajemen Indonesia Vol. 23 No. 3 (2023): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v23i3.6772

Abstract

The beauty industry in Indonesia is experiencing rapid growth, driven by factors such as a large young population and increasing purchasing power. The government is also encouraging improvements in the supply chain of raw materials to increase the national added value. Additionally, advancements in technology and the rise of social media and digital platforms have provided opportunities for the promotion and dissemination of beauty products. Influencer marketing and online advertising have become popular strategies for promoting beauty products. These techniques have been found to have a positive impact on consumer purchase decisions. Green brand knowledge has also gained importance in the beauty industry, as consumers are becoming more conscious of environmental issues and seeking sustainable and eco-friendly products. Therefore, this study aims to examine the impact of influencer marketing, online advertising, and green brand knowledge on the purchase decisions of green beauty products. The study utilizes a quantitative research approach and analyses data from 100 consumers. The findings suggest that influencer marketing and online advertising, have a direct impact on purchasing decisions, while green brand awareness has an insignificant impact on purchase decisions. The study recommends that companies focus on creating high-quality influencer content and implementing effective online marketing strategies to enhance the impact of these techniques. Additionally, companies should choose influencers and platforms aligned with their target audience. The study acknowledges limitations in sample size and research method and suggests further research to validate the findings. Keywords—Influencer Marketing; Online Advertising; Green Brand Knowledge; Purchase Decision
BRANDING DAN DESAIN ULANG KEMASAN PRODUK UMKM PADA KOMUNITAS UMKM DESA LENGKONG Widodo, Arry; Susanty, Ade Irma; Pangarso, Astadi; Yusiana, Rennyta; Aziz, Fauzan
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2024): Volume 5 No. 2 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i2.23450

Abstract

Pengabdian masyarakat ini terkait dengan kesiapan Indonesia dalam menghadapi era Revolusi Industri 4.0, khususnya dalam konteks Usaha Mikro, Kecil, dan Menengah (UMKM) di Desa Lengkong. Pada tahun 2018, World Economic Forum telah mengidentifikasi 12 faktor yang mengukur kesiapan suatu negara menghadapi revolusi ini, dan Indonesia menempati peringkat ke-45 global serta ke-4 di ASEAN. Dalam upaya persiapan, Indonesia telah membangun infrastruktur digital dan menerbitkan regulasi untuk mendukung pengembangan UMKM, seperti PMK No. 130/PMK.010/2020 yang memberikan fasilitas pengurangan pajak. Pada tahun 2020, UMKM menjadi motor ekonomi signifikan di Indonesia dengan kontribusi sekitar 63% terhadap PDB. Desa Lengkong, sebagai contoh, memiliki potensi alam dan manusia yang kaya, namun masih menghadapi tantangan, termasuk kurangnya branding kuat dan kemasan produk yang menarik. Upaya meningkatkan branding dan desain ulang/redesain kemasan di Desa Lengkong menjadi sangat relevan untuk meningkatkan daya saing dan kontribusi UMKM terhadap pertumbuhan ekonomi lokal. Langkah-langkah seperti pengembangan web profil komunitas UMKM dan redesain kemasan produk diharapkan dapat memperkuat identitas merek, meningkatkan citra, dan mendorong pertumbuhan ekonomi lokal. Program pengabdian masyarakat juga memberikan peluang untuk memberikan pemahaman tentang pentingnya branding dan redesain kemasan kepada anggota komunitas UMKM, dengan tujuan menciptakan identitas yang kuat dan daya tarik produk yang lebih baik di pasar. Dengan demikian, diharapkan bahwa melalui langkah-langkah ini, komunitas UMKM di Desa Lengkong akan menjadi lebih dikenal, berdaya saing, dan memberikan dampak positif bagi pertumbuhan ekonomi lokal serta kesejahteraan masyarakat.
PEMBUATAN DAN SOSIALISASI PRODUK SNACK HALAL DALAM KEMASAN BERBASIS QR-MEDIA Hernawati, Elis; Gunawan, Tedi; Widaningsih , Sri; Yusiana, Rennyta
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 4 (2024): Volume 5 No. 4 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i4.30724

Abstract

Pengembangan Media Edukasi Produk Halal untuk Komunitas Halal Bandung menjadi sebuah inisiatif yang penting dalam meningkatkan kesadaran akan pentingnya produk halal di wilayah tersebut. Kolaborasi antara Komunitas Halal Bandung (KHB) dan Telkom University bertujuan untuk menyediakan sumber daya edukatif yang berkualitas kepada anggota KHB dan masyarakat umum. Dengan menyelenggarakan berbagai acara, seperti workshop, seminar, dan materi online, upaya ini diharapkan dapat meningkatkan pemahaman tentang proses produksi, sertifikasi, dan manfaat dari sertifikasi produk halal. Dengan adanya media edukasi yang disediakan oleh KHB dan Telkom University, diharapkan anggota KHB dan masyarakat umum dapat lebih memahami prinsip-prinsip kehalalan serta manfaat dari konsumsi produk halal. Edukasi ini juga diharapkan dapat membantu memperkuat ekosistem bisnis halal di Bandung dengan mendorong peningkatan produksi dan permintaan produk halal di pasar lokal dan internasional. Melalui pemahaman yang lebih baik tentang produk halal, komunitas halal Bandung dapat menjadi lebih terorganisir dan berkembang secara berkelanjutan. Selain itu, Pengembangan Media Edukasi Produk Halal untuk Komunitas Halal Bandung juga dapat menjadi pijakan untuk pertumbuhan ekonomi yang inklusif di wilayah tersebut. Dengan memberikan akses kepada anggota KHB dan masyarakat umum tentang informasi dan pengetahuan terkait produk halal, ini dapat membuka peluang bagi UMKM lokal untuk berkembang dan bersaing di pasar yang semakin kompetitif. Dengan demikian, upaya ini tidak hanya berkontribusi pada peningkatan kesadaran akan pentingnya produk halal, tetapi juga pada pertumbuhan ekonomi dan kesejahteraan masyarakat di Bandung.
Personal Selling Melalui Digital Channel Aplikasi Sobat Indihome Telkom Jakarta Selatan 2022 Abram Putra, Marcellino; Yusiana, Rennyta
eProceedings of Applied Science Vol. 9 No. 2 (2023): April 2023
Publisher : eProceedings of Applied Science

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstrak—Di era globalisasi ini teknologi sudah sangat erat dalam kehidupan sehari-hari. Kemudahan dalam melakukan komunikasi yang tercipta saat ini memberikan motivasi kepada setiap masyarakat untuk dapat berinteraksi secara sistematis, cepat, dan mudah serta terhubung dimana dan kapan saja yang mereka inginkan. PT. Telkom Indonesia merupakan salah satu perusahaan yang menyediakan jasa layanan Internet Service Provider (ISP) terutama di Wilayah Telekomunikasi Jakarta Selatan. Penelitian ini bertujuan untuk mengetahui dan juga memahami bagaimana penerapan Personal Selling melalui Digital Channel aplikasi Sobat Indihome dapat meningkatkan penjualan produk di Wilayah Telkom Jakarta Selatan. Metode penelitian yang digunakan yaitu menggunakan metode kualitatif dengan pendekatan deskriptif. Teknik pengumpulan data menggunakan teknik wawancara, observasi, dan dokumentasi. Hasil Penelitian mengungkapkan bahwa PT. Telkom Indonesia Witel Jakarta Selatan melakukan kegiatan pemasaran menggunakan strategi personal selling dengan empat indikator yaitu pendekatan (approach), kemampuan salesforce dalam melakukan pendekatan ke calon pelanggan baru sudah cukup baik. Presentasi (presentation) salesforce memiliki product knowledge yang cukup baik dan dapat mempresentasikan produk Indihome secara detail. Mengatasi Keberatan (handling objection)salesforce dapat menghadapi keluhan pelanggan dengan sikap yang persuasive dan penuh kesabaran. Dan pada penutupan (closing) salesforce harus memiliki sifat persuasive dan mampu menguasai kelebihan yang dimiliki oleh Indihome dibanding kompetitor.Kata kunci— personal selling, approach, presentation,handling objection
Pengaruh Kualitas Produk terhadap Kepuasan Pelanggan Produk Orbit di Wilayah Sukabumi Tahun 2022 Hilal Alfiqri, Muhammad; Yusiana, Rennyta
eProceedings of Applied Science Vol. 9 No. 2 (2023): April 2023
Publisher : eProceedings of Applied Science

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstrak—PT. Telkom Indonesia yaitu produk Orbit. Seiring dengan berkembangnya zaman, pelanggan tidak perlu terkendala lagi dalam mengakses internet, karena PT. Telkom Indonesia telah menyediakan produk WiFi portabel bernama Orbit. Akan tetapi kualitas produk yang diberikan oleh produk Orbit masih terbilang rendah dengan adanya keluhan yang dirasakan oleh pelanggan yang dapat mempengaruhi kepuasan pelanggan dari produk Orbit. Penelitian ini menggunakan metode penelitian kuantitatif dengan menghubungkan kedua variabel, yaitu Variabel Kualitas Produk (X) dengan Variabel Kepuasan Pelanggan (Y). Pengumpulan data dilakukan dengan memberikan kuesioner kepada 100 responden pelanggan Orbit di wilayah Sukabumi. Data yang diperoleh selanjutnya akan dianalisa menggunakan Analisis Deskriptif, Uji Asumsi Klasik, dan Uji Hipotesis dengan bantuan Software IBM SPSS 28.Hasil dari penelitian ini adalah terdapat pengaruh dari Kualitas Produk terhadap Kepuasan Pelanggan produk Orbit dengan membandingkan t-hitung > t- tabel, dan menghasilkan nilai 19,425 > 1,984, Dapat disimpulkan bahwa Kualitas Produk berpengaruh terhadap Kepuasan Pelanggan. Kemudian didapat hasil sebesar 0,794 yang artinya, terdapat pengaruh Kualitas Produk sebesar 79,4% terhadap Kepuasan Pelanggan dan sisanya, yaitu 20,6% dipengaruhi oleh variabel lainnya.Kata kunci—marketing, kualitas produk, kepuasan pelanggan
Co-Authors A'limah, Nur Abram Putra, Marcellino Ade Irma Susanty Agus Maolana Hidayat Amaturrahman, Roihanah Anak Agung Gde Agung Anak Agung Gde Agung Anang Sularsa Andriana, Denny Arif Kuswanto Arlin Ferlina Mochamad Trenggana Arlin Moch. Trenggana Arry Widodo Astadi Pangarso Bachruddin Saleh Luturlean Bambang Widjajanta, Bambang Chandra, Dicky Cicilia Stevanie Dendi Gusnadi Devie Ryana Suchendra Dewi K. Soedarsono Disman, Disman Donni Junipriansa Elis Hernawati Fanni Husnul Hanifa Fauzan Aziz Ghiffari, Zaki Gita Indah Hapsari Gumilar, Muhammad Farhanuddin Gunawan, Tedi harisandi, Prasetyo Heru Nugroho Hilal Alfiqri, Muhammad Ichwanul Muslim Karo Karo Iqlima Victoria, Vamailisa Khaya Widelia Kristina Sisilia Lili Adi Wibowo Lisda Meisaroh, Lisda Martri Aji Buana, Dwinto Maya Sari Muji Gunarto Nadya Novandriani Karina Moeliono Nadya Novandriani Karina Mulyono Nurianputri, Awfa Azka Nurjanah, Diah Nurwita Pratami, Ni Putu Nuslih Jamiat Oktaviani, Prima Kusuma Patrick Adolf Telnoni Pikir Wisnu Wijayanto Pramitha Aulia Pramuko Aji Prima Kusuma Oktaviani Puspo Dewi Dirgantari Putri Ayu Nuraisyah Ramadhan, Muhammad Iskandar Ratih Hurriyati Retno Setyorini Rifaatul Maulida Riska Aprilina Rizza Indah Mega Mandasari Robbi Hendriyanto Rochmawati Rohmat Saragih Sampurno Wibowo Saragih, Romat Siska Komala Sari Sri Widaningsih Taufan Umbara Umi Sumarsih Vanessa Gaffar Vany Octaviany Wardhani Muhamad Wibisono, Achmad Alief Widaningsih , Sri Wijaya, Ni Putu Nurwita Pratami Wijaya, t Made Bagus Paramartha Dharma Yahya Peranginangin Yanti, Pitri Yolanda Agustiningsih